109: Applying Google’s E-A-T Guidelines to Your SEO Program

December 02, 2020

In this episode of Globally Speaking, we talk to Lily Ray, the SEO Director at award-winning digital agency Path Interactive. Lily shares her expertise on why Google prioritizes expertise, authoritativeness and trustworthiness (E-A-T) when ranking web pages in their search results. She explains what E-A-T is and how search engine optimisation (SEO) is evolving. Tune in to hear all this and more.

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Lily Ray is the SEO Director at Path Interactive, an award-winning, New York-based digital agency. She’s spent a decade helping tech companies and startups maximise their SEO capabilities. In 2017, Lily was nominated by Search Engine Land for Female Search Marketer of the Year. Her insights are highly regarded and she continues to be a leading voice in the SEO community through her speaking engagements and contributions to major digital marketing publications.


Hinde Lamrani is RWS’s in-house subject matter expert for International Search, specifically focusing on SEO/SEM. She has a decade of experience helping organizations achieve online visibility on a global scale. Hinde is fascinated by IoT and next-gen technology. She enjoys occasionally horseback riding and she’s fluent in three languages.

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